Environment & Climate

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Do NOT Be Fooled By Greenwashing!

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2025.09.11
siempre.
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  • Do NOT Be Fooled By Greenwashing!

    These days, we often hear the term 'climate crisis' instead of 'climate change.'
    This shift reflects the reality that environmental issues have gone beyond minor weather changes and have become a serious threat to humanity’s survival.
    Many of us are already feeling the effects of this crisis in our daily lives.
    In South Korea, for example, the four seasons have become less distinct, and extreme temperatures are becoming increasingly common.

    As the climate crisis worsens, governments are strengthening environmental policies, and public interest in eco-friendly practices is growing throughout society.
    In response, many companies are adjusting to these new regulations and actively incorporating eco-friendly images into their marketing strategies.
    Consumers are more willing to take part in protecting the environment by purchasing green products.
    This creates a kind of 'win-win consumption,' where both companies and consumers participate together in addressing environmental issues.

    However, there is something we need to be cautious about. It´s called 'greenwashing.'
    Greenwashing is a combination of the words 'green' and 'washing,' and it refers to companies that advertise themselves as eco-friendly when they actually are not.
    This includes not only false advertising but also vague or misleading expressions that can easily confuse consumers.
    This means that consumers may think they’re making eco-friendly choices, when in fact, they might not be making any real difference.

    A well-known example of this is the 'ecobag'.
    Many people believe that using ecobag is one of the easiest ways to adopt eco-friendly habits.
    However, a study by Danish researchers found that an ecobag must be used at least 7,100 times to have a meaningful positive impact on the environment.
    That would mean using the same bag every day for more than 19 and a half years.
    This shows that the actual environmental benefit of using ecobags may not be as significant as many people think.

    Another example that has gained attention recently is the 'paper straw'.
    Many cafes have replaced plastic straws with paper ones as part of their eco-friendly policies.
    However, some studies have suggested that paper straws emit more greenhouse gases during production and even contain harmful substances.
    This has led to confusion, as products once believed to be good for the environment may actually have more negative impacts than expected.

    Much of this confusion comes from making judgments without considering the full life cycle of a product.
    When evaluating how eco-friendly a product really is, it's essential to look at the entire process, from the raw materials to production, transportation, usage, and final disposal.
    Without this comprehensive view, we can’t accurately measure the amount of carbon dioxide emitted or understand how products are used and recycled by consumers.

    For example, studies from Brazil (2020) and Greece (2025) found that plastic straws were more eco-friendly than paper ones. However, a study in South Africa (2020) found the opposite.
    These conflicting results happen because the production conditions differ by country.
    In South Africa, for instance, plastic straws are made from coal, while in the U.S. and Europe, they’re made using oil or natural gas.
    These differences in raw materials, manufacturing methods, and transportation distances show that the environmental impact of a product can vary widely depending on the country, region, and how consumers use it.

    Therefore, we can no longer rely solely on corporate marketing.
    We should start considering the full life cycle of a product and understand the importance of Life Cycle Assessment (LCA) to avoid being misled by greenwashing.
    Of course, it's difficult for the average consumer to fully understand the technical aspects of LCA, but we still need to become responsible consumers who can distinguish what is truly eco-friendly based on objective standards.

    To make this possible, governments and environmental agencies should play a more active role in informing the public about LCA and relevant evaluation standards.
    Additionally, there needs to be more credible certification systems and clear assessment standards to prevent companies from arbitrarily labeling their products as eco-friendly.

    Only when governments, companies, and individuals all work together can our consumption truly become a choice that helps protect the environment.


    그린워싱, 더 이상 속지 말자!

    그린워싱이란 녹색(green)과 세탁/위장(washing)의 합성어로, 기업이 실제로는 친환경적이지 않으면서도 친환경적인 이미지를 내세우는 행위를 의미합니다.
    단순한 허위광고뿐 아니라, 소비자가 오해할 수 있는 표현을 사용하는 경우도 모두 포함됩니다.
    그 결과, 소비자는 환경에 도움이 된다고 믿고 제품을 구매하지만 실제로는 그렇지 않은 경우가 발생하게 됩니다.

    이러한 혼란은 대부분 제품의 '전 과정'을 고려하지 않은 판단에서 비롯됩니다.
    제품의 원료 추출부터 생산, 운송, 소비, 폐기에 이르는 전체 과정을 평가하는 '전과정평가(LCA, Life Cycle Assessment)' 없이, 최종 제품만 보고 친환경 여부를 판단하는 것은 실질적인 환경 영향을 제대로 파악할 수 없게 만듭니다.
    따라서 우리는 그린워싱에 속지 않기 위해 제품의 전체 생애주기를 고려하고 '전과정평가(LCA)'의 개념을 기본적으로 인식함으로써 진짜 '친환경'을 구별할 수 있는 책임 있는 소비자가 되어야 합니다.

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